LURPAK Good food deserves…

Elevating a premium brand’s value perception.

Lurpak knows the strategic importance of craft in communication and the impact it can have on how their product is perceived on the shelf. Further cementing its reputation as the “champion of good food,” this campaign set out to remind people that every moment in the kitchen is also a chance to make a difference. Because cooks reduce food waste, they make healthy taste delicious — and yes, they can even cure the dreaded hangover! This more purpose-driven angle became even more relevant with the onset of COVID lockdowns, when home cooks unexpectedly became everyone’s everyday heroes.

Master food in a hurry.

For the launch of Lurpak Softest —its easiest-to-spread butter— we introduced a new point of view rooted in the brand’s ethos: that every moment, even a rushed one, is an opportunity for good food. Just as importantly, we brought the product experience to life by capturing the smooth, uninterrupted glide of butter spreading—a sensory, satisfying moment delivered with the same epic craft that defines every Lurpak campaign.

Open Sesame!

When the innovation isn’t in the product, but in the packaging—and it still feels unmistakably you. With this launch, we turned a lateral benefit into something magical: a feature that not only adds convenience but becomes part of the brand’s personality. A small wonder that unlocks a world of flavour